Kylie Jenner wears $50 million Victoria's Secret Fantasy Bra
Kylie Jenner debuted the $50 million Victoria's Secret Fantasy Bra at the 2024 fashion show, marking the event's return after a six-year hiatus and sparking debate on the brand's shift toward influencer appeal.
Kylie Jenner wore the $50 million Fantasy Bra at the 2024 Victoria's Secret Fashion Show. The 29-year-old reality TV star and beauty entrepreneur was selected for the honor as the event returned after a six-year hiatus.
Adam Selman, the chief creative officer at Victoria's Secret, described Jenner as a 'cultural powerhouse'. He said her appeal extends beyond fashion into culture and television, making her a great catalyst for what he called the show's 'fandomonium'. Selman stated the real intent of the Fantasy Bra endeavor is 'for the fans'.
The Fantasy Bra's record-setting design and value
The 2024 Fantasy Bra is valued at $50 million, the most expensive in the tradition's history. It was created in collaboration with jeweler Jacob & Co. and took 15 artists more than 1,000 hours to make.
Jacob Arabo, a designer for Jacob & Co., said his vision was to create a high jewellery piece wearable as a bra with no fabric, only gold and diamonds. The finished piece is made of 18-carat gold and 4,410 natural diamonds, including a central 75.54-carat radiant-cut Fancy Vivid yellow diamond. The bra weighs just under four pounds and uses seven diamond cuts and four setting techniques to enhance brilliance.
| Feature | Detail |
|---|---|
| Total Value | $50 million |
| Primary Material | 18-carat gold |
| Total Diamonds | 4,410 natural diamonds |
| Key Stone | 75.54-carat radiant-cut yellow diamond |
| Creation Time | Over 1,000 hours by 15 artists |
| Weight | Just under 4 pounds |
This $50 million valuation far exceeds previous record-holders, surpassing the 1999 Millennium Bra's $10 million and the 2000 Red Hot Fantasy Bra's $15 million. The last Fantasy Bra, worn in 2018, cost $1 million.
Cultural shift in Victoria's Secret's casting choices
Industry observers note Jenner's selection reflects a strategic shift toward social media influence over traditional modelling ideals. Joel Marlinarson, a social media and marketing expert, called the moment well-engineered. He said it generates conversation about the future of modelling and social media, where brands prioritize who brings the most eyeballs over a cookie-cutter model definition.
Marlinarson suggested Jenner represents a new era of celebrity for young viewers who grew up watching her. He also noted that some audience members who remember the iconic Naomi Campbell era might see the choice as a betrayal.
British model Summer Nesbeth, 25, who has walked at New York Fashion Week, said the choice was an attempt to keep up with young fans. She pointed to the stark contrast between the bra's extravagance and current economic pressures. "People can't eat, people can't afford to keep their lights on," Nesbeth said, adding that the focus shows how detached society can be from pressing issues.
Return of the Victoria's Secret Fashion Show after hiatus
The 2024 show marks a major comeback. The Victoria's Secret Fashion Show was scrapped after its 2018 edition due to low ratings and criticism of being sexist, outdated, and lacking diversity.
The rebooted show promised to 'celebrate all women' and featured a more diverse range of talent. This included plus-sized model Ashley Graham on the runway. The Fantasy Bra tradition itself began in 1996 with a $1 million bra worn by Claudia Schiffer. Selman described the 2024 iteration as 'almost museum quality'.
The Victoria's Secret Fashion Show returned in 2024 with a promise to 'celebrate all women' and featured a more diverse range of talent, including Ashley Graham as a plus-sized model.
